{"id":15758,"date":"2017-04-18T15:37:10","date_gmt":"2017-04-19T00:37:10","guid":{"rendered":"https:\/\/argency.com\/what-do-we-call-it\/"},"modified":"2026-08-03T09:23:59","modified_gmt":"2026-08-03T18:23:59","slug":"what-do-we-call-it","status":"publish","type":"post","link":"https:\/\/argency.com\/en\/what-do-we-call-it","title":{"rendered":"What do we call it?"},"content":{"rendered":"\t\t
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18 April, 2017<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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What do we call it?<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In advertising, looking for a brand’s name is called naming, and it gets intense when you register it.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Choosing the name for a business is like naming a child: it identifies them and they will carry it forever. In advertising that process of searching and selecting is called NAMING<\/strong> and it gets intense when the time comes to check registration availability. To be clear: two brands cannot be called the same. It is not like \u201cEl Javi\u201d<\/em> on the corner and \u201cEl Javi\u201d<\/em> at the kiosk. The first \u201cEl Javi\u201d<\/em> could legally object and stop the second from using it.<\/p>\n

Since we are talking about corners and kiosks, the resource of neighborhood naming answers to popular ingenuity. \u201cLo Gonz\u00e1lez\u201d, \u201cLa Esquina\u201d, \u201cDe todo\u201d<\/em> or \u201cLos Peruanos\u201d<\/em> work to identify the place just as people recognize it. Of course in this setting exclusivity is not an obstacle, since legislation does not walk the streets of the neighborhood.<\/p>\n

Another popular technique is forming names with the first syllables of children, nephews or grandchildren: a way of showing them affection and making them last in people’s hearts. \u201cLeomar\u201d<\/em> (for Leonardo and Mar\u00eda), \u201cSerjuan\u201d<\/em> (Sergio and Juan); and others more complex such as \u201cMarpemar\u201d<\/em> (Marcela, Pedro and another Marcela) or \u201cJomaedencef\u201d<\/em> (Jos\u00e9, Manuel, Eduardo, Enrique and Ceferino, the P\u00e9rez quintuplets). In this case, without a doubt, \u201cLos Quintillizos\u201d<\/em> would work better and this answers to the simplicity and ease we must keep in mind when naming a company.<\/p>\n

It is worth pointing out that, for the sake of honoring Blas, Federico and Marta, it is not advisable to use the construction \u201cBlasFeMar\u201d<\/em> to name a religious goods shop.<\/p>\n

\"Los
Mendoza, Argentina. Everything for sleeping.<\/figcaption><\/figure><\/p>\n

\"Waska.
Milan, Italy. Peruvian Cuisine, Pisco Bar… & Something Else.<\/figcaption><\/figure><\/p>\n

Naming is the starting point for a business’s success and we can go over some suggestions to guide the choice:<\/p>\n

-Being short and easy to remember<\/p>\n

-Being original and creative<\/p>\n

-Defining the activity<\/p>\n

-Conveying positive feelings<\/p>\n

-Avoiding unfortunate connotations in other languages<\/p>\n

\u00a0<\/p>\n

Depending on the sector, naming trends tend to be inspired by the founder (Carolina Herrera)<\/em>, by the description (Microsoft)<\/em>, by emotions (Amazon \u2013\u201cbig and exotic\u201d-)<\/em>, or by sheer invention (Oysho)<\/em>, in which case brand building takes care of giving it content.<\/p>\n

These suggestions are always relative and, once the name has been chosen, what continues is the way of making it known, giving it a personality with qualities and a way of relating to the consumer.<\/p>\n

When we get this kind of work, we feel the world is immense and Argency<\/strong><\/em> reinvents itself by turning to different techniques that help us map out and get to know that world. The essential thing is to make a concept map<\/em>: the product at the center, and around it different variables that give it meaning and life at the same time.<\/p>\n

Let us take as an example a new new coffee brand we have to name. We will place:<\/p>\n

\u00a0<\/p>\n

Center: NEW PRODUCT \u201cCoffee\u201d<\/strong><\/p>\n

Around it:<\/p>\n

Protagonists:<\/span> family, partner, friends.<\/strong><\/p>\n

Situations of use:<\/span> outings, gatherings, celebrations. <\/strong><\/p>\n

Places:<\/span> kitchen, bar, office. <\/strong><\/p>\n

Feelings:<\/span> wellbeing, happiness, harmony. <\/strong><\/p>\n

Season:<\/span> winter, autumn, spring, summer.<\/strong><\/p>\n

\u00a0<\/p>\n

With the concept map laid out it will be easier to establish relationships between the elements and generate fun exercises to get closer to an original, creative and functional name.<\/p>\n

\u00a0<\/p>\n

\"Garca.
Madrid, Spain. Would an Argentine shop at this store?<\/figcaption><\/figure><\/p>\n

\"Boludos
Madrid, Spain. For those who follow the steps of fashion.<\/figcaption><\/figure><\/p>\n

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In advertising, looking for a brand’s name is called naming, and it gets intense when you register it. Choosing the name for a business is like naming a child: it identifies them and they will carry it forever. In advertising that process of searching and selecting is called NAMING and it gets intense when the […]<\/p>\n","protected":false},"author":9,"featured_media":15759,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[364,363],"tags":[],"class_list":["post-15758","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cases","category-explainers"],"acf":[],"yoast_head":"\nWhat do we call it? - Argency \u2013 Agencia de publicidad y dise\u00f1o | Mendoza, Argentina<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/argency.com\/en\/what-do-we-call-it\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What do we call it?\" \/>\n<meta property=\"og:description\" content=\"In advertising, looking for a brand’s name is called naming, and it gets intense when you register it. 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